Are You Throwing Money Away?Written by Susan Friedmann
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To get most use out of your booklets, be sure to pack them full of common sense, grass roots, basic, practical, how-to information. Your customers won’t turn to a booklet for dry, theoretical information, so don’t waste time and money printing up journal articles. Keep it current, relevant, and important. Address everyday concerns in your industry. Sometimes silver bullet answer everyone wants turns out to be information that is known but simply forgotten. The booklet serves as a reminder and reinforces your position as an expert in field. Once you have produced your booklet, you can often find other organizations that can benefit from it. Selling booklets – to your distributors, for example – can not only help recoup your production costs, but actually generate new revenue while continually marketing your own company. Other ideas to consider include direct mail campaigns or licensing rights to your booklet to another company. If you license rights, you grant client specific, limited production rights to booklet manuscript that your company owns. Successful booklets often have to be translated into several languages to meet market demand. Prospects for your booklets include vendors, suppliers, and manufacturers in your own industry. Each is a marketing niche, with individual, specialized needs. Approach them in a common sense way. These booklets provide solutions to many of their problems! Last and definitely not least, distributing booklets helps you garner a better ROI on your tradeshow participation Some industries, such as pharmaceutical industry, are now making a concerted effort to pull back on money spent on excessively expensive and inappropriate giveaways with educational value. A booklet is perfect in these situations because is helps you create better-qualified leads. This in turn leads to larger sales over a longer period of time with well-educated clients. When your company makes one more sale because someone reads booklet you gave them, investment of purchasing or creating booklet pays off handsomely. Buyers are far more likely to make a purchase based upon information they’ve read than upon any number of fancy-printed pens – even if they write with sparkly gel ink!
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of ExhibitSmart Tips of the Week, e-mail: susan@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com
| | Back-End Products... The Key To Lasting ProfitsWritten by Dan Brown
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5. Send customers a free surprise gift after they order your first product. You could attach another ad with free gift for your back-end product. 6. If you're selling an electronic product, like an ebook, include your ad for your back-end product somewhere inside electronic product. 7. Give your customers a free membership into your "customers only" private site. You could include your ad for your back-end product somewhere inside private site. 8. Contact your customers by phone and ask them if they were happy with their purchase. You could tell them about your back-end product. 9. Send your customers a thank you letter by mail or e-mail. You could mention your back-end product somewhere on letter. 10. Ask your customers if they want to be updated in future when you have new product offers. You could have them sign up to receive e-mail or snail mail updates. Your business will have a greater chance of surviving when you attempt to sell back-end products to your existing customers.
Dan Brown has been active in internet marketing for the past 4 years. Dan currently is working with the Zabang search engine, introducing their new affiliate program which is due out July, 2005. http://www.zabangaffiliate.com/
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